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Dell Logo Usage Guidelines
Dell Logo Usage Guidelines
The Dell logoThe Dell logo is a clear signpost for our brand and our primary visual symbol. Our logo serves as a positive embodiment of Dell’s uniqueness.
In keeping with our brand personality, our logo is straightforward and simple. It is rendered to maximize visual appeal and effectiveness — qualities that grow increasingly important in a competitive marketplace.
The ring protects our name while showcasing our heritage through the use of our original word mark inside. Our logo brings vibrancy and clarity and reflects the transparency of our brand.
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.1
Stand-alone logoBelow are the primary stand-alone logo variations — Dell Blue and white. Either may be
used in our materials as an initial introduction to our brand. Guidance on stand-alone logo
application can be found on page 1.4. All stand-alone logo assets and their respective color
variations can be downloaded from the DAM.
Dell Blue
Dell Blue*
C92 M34 Y0 K0
RGB 0-133-195 / Hex #0085C3
Either the Dell Blue or white logo may be used as our primary logo.
Note: Dell Blue is a custom color for print.
Dell Gray
Pantone Cool Gray 5
C15 M9 Y8 K22
RGB 170-170-170 / Hex #AAAAAA
The Dell Gray logo is used only after
an introduction of the Dell Blue or
white logo has occurred. Refer to
page 1.4 for examples.
White
Dell Dark Gray
PMS CG11
C48 M36 Y24 K66
(85% K is also acceptable)
RGB 68-68-68 / Hex #444444
The Dell Dark Gray logo is for limited
use only on applications such as
newspaper advertising or forms.
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.2
Clear spaceClear space is the area that is required around the outside of our logo. It must be kept
free of other graphic elements such as headlines, text, images and the outside edge of
materials. The minimum required clear space for the logo is defined by the measurement
“X” as shown. This measurement is equal to the height of the letter D in the word mark.
x
x
x
x x
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.3
Minimum sizeThe Dell stand-alone logo is restricted to 0.5˝for print and 30px for digital applications. Violating
this standard compromises the integrity and legibility of the logo. For logo sizes smaller than
minimum sizes shown, please contact [email protected] for approval.
.5” width (12.7 mm)
0.5” height
(12.7 mm)
30px width
30px
height
Print Digital
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.4
Application usageThe application of our principle Dell Blue or white logo should always serve as the first
impression. Once that brand impression has been made, it is acceptable to use the Dell
Gray logo. The examples below illustrate use-case scenarios for logo application.
Building signage
Primary exterior
vs. door sign
Packaging
Box and
documentation
Tradeshow
Primary and
secondary view
Websites
Homepage vs.
secondary pages
PowerPoint
Title page vs. slides
vs. section dividers
Business card
Front and back
Advertising
Single pages
Collateral
Cover vs. interior
Note: Placement on each application
is for illustrative purposes only.
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.5
Usage with backgroundsConsistent usage of our Dell Blue or white logos on our supporting color palette helps build
recognition of our brand and ensures our logo is always rendered with proper impact and
legibility. The Dell Blue logo should only be used on white and Dell Light Gray backgrounds,
while the white Dell logo can be used on any color from our color palette and on imagery
where the logo is clear and unobstructed.
Incorrect use
The Dell Blue stand-alone should never be used on complex imagery or on a background
other than solid white or Dell Light Gray. The Dell Gray and Dell Dark Gray logos should
never be used on colored backgrounds.
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.6
Incorrect logo usageAny modification of our stand-alone logo confuses its meaning, diminishes its impact, and
is not allowed. Precise logo artwork has been created to accommodate any usage need.
Never redraw, translate or otherwise alter our logo in any way. The following list of incorrect
usages must be avoided to maintain the integrity of our brand.
Powered by servers
Do not create, retype or redraw
our logo.
Do not stretch or alter
our logo in any way.
Do not use our logo as
a read-through in text.
Do not change the color of our logo. Do not place our logo near objects
without defined clear space.
Do not use graphic effects
(drop shadows ...) on our logo.
Do not add graphics to our logo. Do not fill the interior of our
logo with a color; it should
remain "transparent."
Do not place our logo on
backgrounds with high contrast
or that limit legibility.
Do not create a pattern
with our logo.
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.7
Incorrect logo lockup usageThe following list of incorrect logo lockup examples must be avoided to maintain
the integrity of our brand. The term "lockup" refers to any words, logos or images
visually paired up with our logo for purpose of an association.
Do not lock up product names.
Do not change the color(s)
of an approved lockup.
Do not lock up multiple partner logos.
Do not lock our logo with
a partner product badge.
Do not lock up our logo
with a customer logo.
Do not alter existing lockups.
Do not use our tagline logo
in any lockup.
Do not lock up internal group names.
Do not use our old word mark
in any lockup.
Do not stack our tagline next to
our logo; leave tagline logo as is.
Do not lock up business unit names.
Do not place any text inside our logo.
SMB Printers
Force10
Thepowerto do more
Global Creative Large Enterprise
XPS
Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential1.8
Discontinued treatmentsThe illustration on the right shows the slight modifications that were
made during our brand refresh. Please refer to this guide to help identify
our old versus new stand-alone logo. Please discontinue all use of the
old logos on the left.
Previous logo
Current logo
Identifying the correct logo
Our new logo, seen outlined in magenta below, retains the strengths of our
previous marks such as the canted E and the bold typeface encircled with a
strong, simple ring. The new logo incorporates fresh characteristics such as
refinement of the letterforms to maximize clarity and aesthetic balance. It has
been designed for maximum impact and visibility.
